Dynamic Marketing Communiqué

“Everybody writes.” – Check out this “Marvel’s” tips for writing ridiculously good and compelling content! [Monday: Marketing Marvels]

October 17, 2022

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Hello, everyone! 

How are you? We hope all is well in both your personal life and work life. 

Let’s start the day with inspiration from one of our “Marketing Marvels”—outstanding people in the fields of business and marketing. Each Monday, we talk about these people’s experiences, contributions, and impact on society. 

Are you ready to know more about today’s “Marvel?” 

Keep reading the article below. 

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels 

Writing is one of the most diverse realms of work. 

Regardless of your specific role as a content writer or copywriter, your job isn’t just limited to writing marketing copy. It also extends to event descriptions, presentation scripts or content, blogs, and more. 

That’s why some industry professionals believe writers are marketers in some capacity and vice versa. 

In the book, “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content,” author Ann Handley has a storehouse of useful insights for writers. 

Essentially for professional development, the book is a must-read for anyone in the writing industry. It outlines essential tips and tactics to produce compelling copy and master the art of writing effective marketing materials. 

Photo from FRANCO

Before we dive deeper into the topic of content writing and marketing, let’s first discuss: 

Who is Ann Handley? 

Photo from MarketingProfs

Handley is a writer, digital marketing pioneer, bestselling author, and keynote speaker. Most of her works focus on how entrepreneurs and marketers can rethink the way they promote their brands’ offerings. 

She is also one of Forbes’ Most Influential Women in Social Media and one of ForbesWoman’s Top 20 Women Bloggers. She is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. 

As a social media influencer and pioneer in digital marketing, Handley writes about and posts different types of content such as news, commentaries, marketing, etc. 

Her bestselling books, “Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business” (2011) and “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content” (2014) have been translated into 9 languages, including: 

  • Turkish
  • Chinese
  • Korean
  • Japanese
  • Italian
  • Portuguese

Handley started her content writing career as a business journalist and editor. 

Lessons You Can Learn from Handley’s “Everybody Writes” Book 

According to Handley, everyone is a writer in some way. She says in a content-driven world, your words are your currency, and they tell others who you are. 

Your writing can make or break your reputation. It can make you look fun, warm, competent, and trustworthy, or monotonous, unexciting, and flat-out boring. 

That’s why you have to choose your words well! In the context of content marketing, this means writing with economy, style, and honest empathy for your readers

Besides, being able to communicate well through written words isn’t just nice. It’s also a necessity… and Handley gives guidance into the process and strategy of content creation, with actionable advice designed to get positive results. 

Here are some of her content writing and marketing tips: 

  1. Writing can be learned

Handley believes the idea of a “gifted writer” is a myth. Even the title of her book communicates that idea! 

For her, writing is not a gift per se… and while the art of compelling writing may come naturally to some, Handley says everyone has the skills to become an effective writer. 

The only things needed to improve those skills? 

Patience, dedication, and willingness to learn! 

  1. Start your sentences properly and strongly

In “Everybody Writes,” Handley emphasizes the importance of starting your sentences right. 

By “right,” what she means is to start your sentences with strong and compelling words. Avoid using phrases like: 

“I think…”

“In my opinion…”

“Remember to…” 

Handley says these phrases will dilute the strength of your introductory sentences and copies in general. 

  1. Engage your readers

Handley believes in the importance of adding utility, inspiration, and empathy to writing as these will make information easy and digestible for readers. 

She states these are some of the primary goals of content marketing: To make the content all about your readers and paint a picture in their minds about the features and benefits of your products and services

  1. Focus on readability

Writing compelling content is NOT enough. Handley says you also need to ensure your copy is READABLE. 

Jargon, long-drawn sentences, and extended paragraphs can annoy or bore your readers. So, always prefer using short paragraphs, short sentences, and easily comprehensible words and phrases. 

Limit the use of jargon in your content. If it’s necessary to get your message across, make sure to provide an explanation for those who may not be familiar with the word. 

These lessons can apply to all your content marketing platforms like websites, landing pages, blogs, emails, marketing offers, and social media. 

According to Handley, these strategies are a practical approach to creating “ridiculously compelling and competent content.” Big and small brands alike can benefit from these go-to guides! 

We hope you learned a lot of effective content writing and marketing tips from today’s “Marvel!” 

Truly, Handley’s ideas and concepts continue to inspire individuals and businesses to break the marketing mediocrity and achieve tangible results. Her mantra? 

Smart businesses know great content is one of the keys to thriving in today’s digital world

“If you have a website, you are a publisher. If you are on social media, you are in marketing. And that means we are all relying on our words to carry our marketing messages.” 
– Ann Handley 

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next week’s Monday Marketing Marvels!


Kyle Yu 

Head of Marketing 
Valens Dynamic Marketing Capabilities 
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